Research on the Impact of Celebrity Endorsement Advertisements on Consumers’ Purchase Intentions

Abstract

This study examines the impact mechanisms of celebrity endorsement advertisements on consumers’ purchase intentions. It explores the definition and forms of celebrity endorsements, the main factors influencing consumers’ purchase intentions, and the potential
psychological effects of celebrity endorsement ads on consumers. Based on this, the study analyzes the connection between the celebrity’s
image and the brand’s image, the persuasive power of celebrity endorsement ads, and the role of consumer trust. It also discusses the interaction effects of celebrity endorsement ads through social media. Additionally, the study highlights the differentiated impacts of celebrity
endorsements on various consumer groups, focusing on the differences in consumers’ age and cultural backgrounds, the alignment between
personal values and the celebrity endorser, and the matching of different product types with celebrity endorsements. The findings indicate that
celebrity endorsement ads significantly influence consumers’ purchasing decisions, but the effects vary based on consumer characteristics and
product types.